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Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans & McKee, 2010; Tuten & Solomon, 2015). While social media has gained enormous reach in recent years, with millions of new users joining social platforms every year, it has changed company-consumer relations as well (Akar & Topcu, 2011; Fan & Niu, 2013; Tuten & Solomon, 2015). Marketers are continuously turning towards social media to distribute advertisements and gather information (Akar & Topcu, 2011). As such, consumers today are bombarded by vast amounts of promotions and advertisements on social media. However, consumers are no longer passive observers and are increasingly becoming more and more able to edit and control what they choose to see online  (Kelly, Kerr & Drennan, 2010). This has led to the decline of social media advertising effectiveness, as consumers choose to avoid and ignore more advertisement than ever before (Wen, Tan & Chang, 2009; Kelly et al., 2010; Chang, Chen & Tan, 2012; Khan, Dongping & Wahab, 2016). As such, in order to be able to overcome consumer avoidance of marketing messages, it is now more important than ever for advertisers and marketers to understand what drives consumers to avoid advertising in the first place (Cho & Cheon, 2004; Wen et al., 2009; Akar & Topcu, 2011; Chang et al., 2012). Therefore, as there is a significant lack of research on these subjects, the authors constructed a model based on Cho and Cheon’s (2004) theory that describes the antecedents of online marketing avoidance, and sought to test a number of hypotheses about the relationships between the antecedents of social media marketing avoidance and social media advertising effectiveness. To be able to do so, the authors constructed and utilized a survey method and a questionnaire. However, while the initial results of the data  gathered by the survey were encouraging for the model as a whole, it was ultimately found that only one hypothesis was acceptable. Keywords Antecedents of marketing avoidance, social media advertising effectiveness, advertising effectiveness

The Thesis "Media and their impact on delinquent behaviour of children and youth" studies possible effects of media on children and youth who have committed an offence. The influence of media on modern societies is substantial and still increasing, which is why its affect on a human is being more and more discussed. The influence of media on children and youth seems to be particularly important. High degree of influence by external factors, including that of media belongs to the basic factors of delinquent behaviour among children and youth. This is why the Thesis tries to link these two specific areas laying in the focus of professionals as well as general public. The theoretical part first deals with the basic terms related to the influence of media on delinquent behaviour among children and youth. It also describes development and functions of media, the basic attributes of media content and media influence. There is also an insight into the legislation and authorities dealing with media activity as well as the media educational conception. The author then analyses delinquency of children and youth including the activities of a custodian. The aim of the work was to gain more detailed information on the possible impact of media on delinquent behaviour of children and youth, which is why qualitative research was chosen. Questioning methods implemented by the technique of semi-standardized interviews was used for data collection in May and June 2010. The research sample consisted of two groups of respondents. The first group consisted of seven children and young people registered by a social office and the other one of five professionals working with young people who committed offences. A case report supporting the issues in question was moreover prepared from documents conducted by a custodian. The qualitative research showed that the direct influence of media on delinquent behaviour of youth seems to be questionable, but the image shown in media might support delinquent behaviour in persons with higher risk of such behaviour. The Thesis should particularly contribute to accessibility or also extension of the information on the possible influence of media on individuals or the society as a whole in relation to young people who have committed an offence. The research results may also serve as a base for further wider research.

Social media is an integrated part of our everyday life. Every user on social media could be a possible customer. The number of users have generated new possibilities for companies to use social media as a tool for marketing. Companies can therefore be more visible as well as they can broaden their scope. Which makes the design of advertisements for social media marketing an important aspect to consider. Therefore, it is crucial for advertisements to be designed in such a way that it stands out from the social media feed and captures the user’s attention. The intention of the design should clearly communicate sender, colors and taglines with its purpose to ensure that the potential customers receive the advertisements message. The focus of this study is to create an increased understanding of how to design digital advertisements for social media, that is by determining principles, guidelines and factors underlying the design. To increase understanding about the design of advertisements on social media, we conducted seven semi-structured interviews. We found that the design of advertisement is mostly made up of perceived and unspoken principles, guidelines and factors. The findings show that they all are relevant when designing an advertisement on social media. When creating advertisements for social media a crucial part is to capture customers' attention and enable purchase intention, which points to the importance of the advertisement’s design.

[pt] As mídias sociais digitais fazem parte do dia a dia de muitas pessoas. Nestas mídias, as empresas também estão presentes, o que indica interesse destas em construir relacionamentos mais próximos com os consumidores, além de promover seus produtos/serviços. Este estudo tem como objetivo analisar a percepção de consumidores em relação aos anúncios nas mídias sociais digitais e avaliar se estes anúncios conseguem influenciar o comportamento de compra. Para entender esta influência, foi desenvolvido um modelo conceitual com os seguintes construtos: informatividade, entretenimento, irritação, credibilidade, incentivos, valor emocional, valor do anúncio e atitude em relação à anúncios em mídias sociais digitais. Foi aplicada uma survey online que resultou em uma amostra de 589 brasileiros que utilizam Instagram ou Facebook. Os dados levantados foram analisados através da modelagem de equações estruturais (SEM). Uma das contribuições teóricas deste estudo foi a proposta de analisar a influência do valor emocional sobre a atitude em relação aos anúncios em mídias sociais digitais, o que não foi identificado em estudos anteriores. Além disso, o resultado apontou que a informatividade, construto consolidado na literatura como antecedente de valor do anúncio e atitude, não apresentou efeitos significativos no modelo estimado. Ademais, foi estudada a moderação do tipo de mídia social digital (Facebook ou Instagram) sobre as relações propostas. Os resultados indicaram que, enquanto os usuários de Instagram percebem com mais intensidade o efeito do valor do anúncio sobre a intenção de compra, os usuários do Facebook percebem o efeito de atitude de forma mais intensa. O estudo também fornece contribuições gerenciais que permitem profissionais de marketing a desenvolverem anúncios em mídias sociais de forma mais eficaz. / [en] Digital social media is a daily part of many people s lives. Companies are also present in this type of media, which indicates their interest in building closer relationships with consumers, in addition to promoting their products/services. This study aims to analyze consumers perceptions of ads on digital social media and to assess whether these ads can influence purchase behavior. To understand this influence, a conceptual model was developed with the following constructs: informativeness, entertainment, irritation, credibility, incentives, emotional value, ad value and attitude towards digital social media ads. An online survey was conducted that resulted a sample of 589 Brazilians using Instagram or Facebook. The collected data were analyzed through the structural equation modeling (SEM). One of the theoretical contributions of this study was the evaluation of the influence of emotional value on attitude towards digital social media ads, a relationship that was not identified in previous studies. In addition, the results pointed out that informativeness, a construct consolidated in the literature as an antecedent of ad value and attitude, did not present significant effects in the estimated model. In addition, the moderating effects of the type of digital social media (Facebook or Instagram) on the proposed relationships were studied. The results indicated that while Instagram users perceive more strongly the effect of ad value on intention to buy, Facebook users perceive the effect of attitude more intensely. The study also provides managerial contributions that enable marketers to more effectively develop social media ads.